Self-regulatory body to fix guardrails for growing influencer marketing business

Industry leaders in influencer marketing have set up a self-regulatory body to provide structure to the fast-growing sector, projected to reach Rs 3,375 crore by 2026, as the government prepares to roll out a regulatory framework for the digital advertising and content creation ecosystem. The newly-formed India Influencer Governing Council (IIGC) comprises representatives from Hindustan Unilever, Publicis, Google, Meta, and leading influencers.

It has released a 79-page Code of Standards for influencers, with plans to extend similar guidelines to brands, platforms, agencies, and even consumers. The code offers a framework to ensure influencer content is legal, honest, transparent, and socially responsible, while outlining best practices that benefit the entire ecosystem — influencers, brands, and consumers alike.

Industry experts stress that self-regulation is essential for building trust and accountability in a space that remains fragmented and still in flux. “We are following the self-regulatory governance route because the industry is still evolving, and most stakeholders are themselves confused about the do’s and don’ts,” said Sahil Chopra, one of IIGC’s seven founding members.

In a move to bring greater transparency, the IIGC also launched India Influencer Ratings, a weekly ranking modelled on weekly TV viewership data released by the Broadcast Audience Research Council. Released every Tuesday, the ratings will spotlight the Top 5 Trendsetters, Top 5 Underdogs (emerging talent), Top 5 Violators (“Don’t Do That” list), and Top 5 Brands.

“The goal is to recognise meaningful, quality content and bring accountability to the ecosystem,” Chopra added.

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Hari Krishnan, another founding member and MD of Publicis Content, said the IIGC was created to tackle core challenges in the influencer space including lack of standardisation and control for brands besides inexperience among creators. “We are building a decentralised self-regulatory body with representation from across the ecosystem. The code is designed to incentivise responsible creators while discouraging unethical practices,” Krishnan said.

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